WeaveGrid: Referral Program
At WeaveGrid, I developed a lifecycle referral program designed to support low-cost customer acquisition and utility program enrollment through personalized sharing experiences.
As utility partners looked for cost-effective ways to increase program participation, we needed a scalable referral solution that could be launched quickly without expensive third-party referral platforms.
The goal was to validate a referral proof of concept that utilities could test across EV charging programs while maintaining a seamless customer experience.
I partnered closely with engineering to transform existing invite-link infrastructure into personalized referral links dynamically generated for each customer.
I then designed and built the supporting email campaign and referral landing page experience, including dynamic personalization, consent capture, and multiple sharing methods optimized for customer engagement.
The resulting system provided an in-house referral framework that reduced implementation costs, accelerated program testing, and created a scalable foundation for future referral initiatives across utility partners.
Core Focus Areas
Referral Program Strategy & Customer Acquisition
Designed a low-cost referral acquisition experience supporting EV driver enrollment and customer growth across utility partner programs.
Dynamic Personalization & Referral Systems
Built personalized referral experiences using dynamically generated sharing links, backend-driven customer data, and automated content personalization.
Landing Page UX & Conversion Flows
Designed and developed referral landing pages optimized for customer sharing, engagement, consent collection, and referral participation.
Referral Engagement & Sharing Flows
Created referral email campaigns and sharing experiences designed to increase participation, improve referral completion, and support scalable program recruitment.
01 — Referral Program
Challenge
WeaveGrid had limited channels available to promote utility EV charging programs, as many utility partners faced advertising restrictions and budget constraints.
The company needed a scalable customer acquisition channel with a low customer acquisition cost (CAC) that could support program growth without significant marketing spend.
We recognized that referral and word-of-mouth marketing could be an effective acquisition strategy, but needed a fast, low-cost way to validate the concept before committing to expensive third-party referral software.
While WeaveGrid already had existing invite-link infrastructure capable of generating unique customer-specific links, there was no scalable referral experience that allowed customers to easily access and share those links.
To solve this, I developed an in-house referral program concept centered around dynamic sharing links, personalized referral landing pages, and legally compliant consent collection integrated into lifecycle email campaigns.
Approach
For the proof of concept, I partnered closely with engineering to develop the referral functionality. Existing invite-link infrastructure was adapted to generate personalized referral links for individual customers.
I developed the referral email campaign and implemented a consent workflow in which CTA clicks captured customer consent alongside a timestamped record for legal compliance purposes.
From the email CTA, customers were directed to a personalized referral landing page that I designed, built, and wrote copy for.
The page dynamically populated customer-specific information pulled from the email system, including the customer’s name, utility program, and unique referral link.
To make sharing as frictionless as possible, the landing page included multiple sharing methods:
copy-and-paste referral links with prewritten messaging
an email-share button that generated a prefilled email draft
social sharing buttons populated with dynamic referral messaging and personalized referral URLs
The experience was designed to provide a lightweight, scalable referral framework that could be rapidly deployed across utility programs without requiring external referral software.
Impact
The project enabled WeaveGrid to launch a fully functional referral proof of concept within approximately one week and begin testing with select utility partners.
Initial program results showed promising engagement and provided early validation for referral-based customer acquisition within utility EV charging programs.
These results were later shared with additional utility partners, several of whom agreed to pilot the referral program within their own customer programs.
The initiative also demonstrated that WeaveGrid could build and scale referral infrastructure internally using existing systems, avoiding the cost and implementation complexity associated with third-party referral platforms.
Utility partners responded positively to the introduction of a new customer acquisition and program recruitment channel that could operate alongside existing lifecycle marketing efforts.
